Beauty trends are like cultural timestamps: Glittery lids in the ‘70s glistened like disco balls, while the aggressively plucked brows of the ‘90s indicated that era's penchant for minimalism. Makeup is an ever-changing world, and while finding the most flattering eye shadow can be a challenge, you may be facing another hurdle: Your skin's needs have evolved.
Your skin has probably enjoyed years of sun exposure via beaches and picnics, and it may also be tired from decades of gravity's inevitable pull. That means that the same makeup techniques you learned years ago may no longer be relevant to trends or your needs. (All that heavy foundation that suited your teen years may not work as well now that fine lines have appeared.) That’s why we created the Timeless Beauty Awards: a space to celebrate the makeup, skincare, hair, and body products that best support women 40 and older.
When it comes to adjusting your makeup routine as you get older, the best results require high-performing formulas, new skills, and reassessing your aesthetics.
“The makeup that you were wearing in your 30s isn't going to work now,” says Val Garland, who redefined the beauty industry as L'Oréal Paris’s first global makeup director and counts Dames Helen Mirren and Judi Dench as longtime clients and friends. She’s also the star judge of Glow Up, the Netflix competition series for aspiring makeup artists. In other words, the 67-year-old is proof that a love for makeup doesn’t have to wane with age.
Katie Jane Hughes shares a similar sentiment, via experience earned through decades of work as a celebrity and editorial makeup artist for clients like Hailey Bieber, Dua Lipa, and Kerry Washington. (She also creates in-depth tutorials for her more than 1.1 million Instagram followers and launched her own brand, KJH Beauty, in 2023.) “My personal makeup journey has changed as I've gotten older,” she tells us. “I think the biggest mistake people make when applying makeup in the mature category is not leaning into younger trends: There’s nothing cooler than an older person wearing a big, bold, spiky, spidery lash.”
Given Garland and Hughes’ expertise in everything from barely-there beauty to high-drama looks, we asked them for advice on mastering makeup application for mature skin, and the products they rely on for gorgeous results.
What are the most common mistakes when applying makeup to aging skin?
Both Garland and Hughes agree that you should first prioritize your skincare routine. “The most important thing is the skin prep,” says Garland. “If you get that right, everything else you apply will just glide on top of it.” When your skin is hydrated, they explain, products are less likely to settle into wrinkles or become cakey. “You don’t want to see where you’ve put the product — you want it to almost become your skin.” (And our Timeless Beauty Awards skincare winners, below, will make that much easier.)
How do you apply foundation to skin with wrinkles?
Instead of applying a thick layer of foundation, think thin. “I find that a lot of people continue using the same foundation they wore in their 30s, but as you get older, that'll start to look too heavy. You need to go lighter,” Garland says.
While Garland rarely wears foundation, outside of special occasions, she does suggest using a lightweight skin tint or spot concealer where it's needed. She also recommends letting your concealer sit for a few minutes to firm up, before blending it out with your fingers or a brush. “It’s about layering — you can always add more, but it’s about applying it in fine veils.”
Garland has another hard-and-fast rule for older clients: “Putting concealer really close to your eye is a no-no,” she says. “If you have dark circles, look down into the mirror, see where the darkness is, and apply product about an inch below that, then blend outward.” She also adds that this region doesn’t need nearly as much product as people think, so use a light touch.
“I think that the main technique people should change when they mature is their application method,” says Hughes. “Less pulling, less aggressive blending. If you stretch the skin, when it folds back again, it creates creases in the makeup. And take some time — you'll have a messy application if you don't go slow.”
What's the best way to create natural-looking brows, if yours are thinning?
Sorry, Clara Bow: The goal is no longer arched brows drawn entirely outside the natural shape. Instead, both artists suggest emphasizing what you have. Hughes says, “Paint hair-like strokes in between sparse gaps.” As brows thin with age, the goal becomes light fullness and featheriness, so thinner pencils, pens, or brow gels are preferable to cream pots or thick, angled crayons.
The brow shape should be slightly changed as well. “When you get older, it's all about adding some lift,” says Garland, who adds that “You can also 'kick off' the end of your brow." (Meaning, angle the tail upward instead of pointing down toward your cheek. This helps visually "lift" the eye toward your temples. Garland explains, “You're almost creating an upside-down triangle effect for the face.”
How do you apply eye makeup that doesn't sink into wrinkles?
“Applying eye makeup around crow's feet can be tricky, because of the way the skin folds and moves,” Hughes says. “You kind of have to work backward, dragging eyeliner from the outer corner inward,” instead of applying it from the inside out.
“When you mature, you tend to have fewer lashes — they become these stubbly little twigs,” Garland jokes. “So I like to take a kohl pencil or liner and push it between the individual lashes, and into the upper waterline. You get a similar definition that mascara gives the eye.”
As for formulas, Garland prefers waterproof products: “Mature eyelids tend to be a little greasier, so you’re going to want waterproof mascara or a long-wear pencil. What you don’t want is panda eyes half an hour later when you’re in an important meeting.”
The one type of product to avoid? “Stay away from pearly, frosty-looking eyeshadows, because they’re just going to emphasize wrinkles,” Garland says. A shimmer is still welcome, just pick a product with a finer glitter.
How do you apply lipstick to mature, thinning lips?
“As you age, your lip line starts to fade,” Garland says. So before even thinking about a lip color, she applies a face primer around the perimeter of the lips. “That’s going to fill in any of those little cracks.” Then she uses a technique she learned from Helen Mirren: “She would take a very light, ash-blonde brow pencil and softly line the outside of her lip line. That was her version of lip contour — way before lip contouring was even a thing.”
Lip liner can make or break a look. Done incorrectly, Garland warns, it will look like an “awkward mustache.” But, “If used correctly, a lip pencil can help enhance the lips and prevent bleeding.” She also avoids a too-sharpened tool. “I never sharpen the pencil to a point. I rub the tip on the back of my hand to soften it, and create more of a blurred illusion.”
And despite popular belief, you don’t have to avoid matte lipstick altogether. “I’d actually lean into them because they stay put a bit more," says Hughes. "I would just make sure you’re using a lip liner that has longevity and blending it out with your finger or a brush, instead of creating harsh lines.”
Timeless Beauty Awards: Best Makeup Products for Older Women
Best Foundation for Mature Skin: ILIA
ILIA
“I love everything I've ever used from Ilia,” says Garland. “This Skin Rewind Complexion Stick is great for mature skin: It's creamy but not shiny, which is exactly what you want on textures and grooves.”
The brand positions this stick as a makeup-skincare hybrid that doesn’t compromise on performance. The non-comedogenic formula is infused with ingredients designed to firm, smooth, and soften the appearance of fine lines and wrinkles while melting seamlessly into the skin. The result is a natural matte finish that lasts up to 12 hours and looks like you — just more even-toned, rested, and radiant.
Most Hydrating Concealer for Older Women: Armani
Sephora
Hydration is essential when choosing face makeup for thin, mature skin, and Armani’s Luminous Silk Concealer will quench any skin's thirst. The formula combines caffeine to brighten, vitamin E to reduce under-eye puffiness, and glycerin to hydrate. The result is a silky finish that's easy to apply — you could even use your fingers, as Garland often does for spot concealing. The lightweight texture builds layers without settling into fine lines. Unlike some of the other concealers we tested, this also didn't look patchy and splotchy.
Consider the opinion of this Sephora shopper: “I’m in my 70s and have steered away from using concealers. They usually accentuate what you don’t want accentuated. This product goes on like silk and doesn’t sit in any wrinkles or imperfections. I highly recommend!”
Best Skin Tint for Aging Skin: Jones Road
Jones Road
Heavy foundations can feel suffocating on mature skin, which is why lightweight complexion products have become such a staple. Jones Road’s Just Enough Tinted Moisturizer provides a light veil of coverage while still allowing freckles, texture, and natural radiance through. This is the product you pick up when you want to enhance, not hide. The finish is fresh, dewy, and forgiving — perfect for everyday wear.
Best Cream Blush for Mature Skin: Westman Atelier
Westman Atelier’Baby Cheeks Blush Stick
As skin matures and becomes drier, cream blush formulas tend to look more natural and flattering than powders. Westman Atelier’s Baby Cheeks Blush Stick earned viral-hit status for good reason: It delivers a rich color payoff while blending seamlessly into the skin.
The multi-stick formula can also double as a lip color, making it ideal for effortless, monochromatic makeup looks. Yes, it’s an investment, but we've consistently noticed how long the product lasts — both on the skin and in the tube.
Best Powder Blush for Dry Skin: YSL
Nordstrom
KCM's affiliate manager Justine Carreon has long avoided powder blushes because the tend to cling to her dry skin, "leaving it flat and dehydrated-looking." But YSL’s newly released Make Me Blush changed her mind on the category: "The formula manages to feel lightweight and look dewy, and unlike the other powder formulas I tested, this didn’t accentuate my skin’s texture at all."
Just use a light hand: These blushes are highly pigmented, so one delicate tap is all you need for soft, rosy cheeks. (However, if you want to achieve Sabrina Carpenter's bold blush look, this will do the trick.)
Best Setting Powder for Mature Skin: Laura Mercier
Laura Mercier
Contrary to popular belief, loose powder is great for helping set makeup on aging skin. “I’m not anti-powder for mature skin, but you want to tap it in very lightly with a brush in oily spots, as opposed to taking a massive amount and spreading it across the entire face," says Hughes.
Laura Mercier’s transluscent powder stood out during testing: Its ultra-fine texture melts into the skin rather than sitting on top of it, helping absorb excess oil without making the complexion look dry or dusty. Hughes again warns against packing too much product close to the eyes, where excess powder can settle into creases. But if it's applied in filmy layers, it can help foundation or concealer from slipping into deep lines. And while TikTok may love a triangle powder puff, it can pick up way too much product: a fluffy brush and a light touch remain the best approach.
Best Lipstick for Older Women: Merit
Merit
Garland recommends Merit’s Signature Lipstick to strike the perfect balance between color and comfort. “It provides really nice hydration, without looking too glossy."
The formula feels lightweight and conditioning while still delivering enough pigment to make an impact. Instead of settling into lip lines or emphasizing dryness, it gives lips a soft, healthy-looking finish that feels modern and wearable.
Best Lip Liner for Thin Lips: Maybelline
Amazon
Not every standout makeup product costs an arm and a leg: During testing, this affordable drugstore option, Maybelline Color Sensational, outperformed competitors that cost three times as much.
It meets the Goldilocks standard for mature lips: creamy enough to glide on smoothly, but not so emollient that it feathers or bleeds. At the same time, it doesn't have an overly dry finish that can exaggerate fine lines around the mouth.
Best Eyeliner for Mature Eyes: Victoria Beckham Beauty
Victoria Beckham Beauty
Eyeliner is arguably the product our readers request the most help with, so we're thrilled to deliver a clear winner in that category: Victoria Beckham Beauty’s Satin Kajal Liner. This liner glides seamlessly across delicate lids, even when you hit a “road bump” (in the form of creases, or even milia) along the way. It’s also surprisingly smudge-resistant.
This long-wearing, richly pigmented formula maintains its depth throughout the day, rather than fading into a dull, ashy finish. One staffer over 60 says that she tried nearly every liner on the market before finding (and falling in love with) this one in the shade Fig, a muted aubergine that enhances her green eyes.
Best Liquid Eyeliner for Mature Eyes: stila
Sephora
“As a mature woman, liquid liner can be really tricky, especially if you’ve got hooded eyes,” says Garland. But a bold look doesn’t need to be altogether skipped; you just need stila's Stay All Day Waterproof Liquid Eye Liner.
Rather than lining her entire eye, Garland applies this quick-drying formula with the "really fine tip," starting around the middle of her eyes and out, with an added upward flick on the outside corners. This elongates her eyes, without risking any smudges or raccoon-ing.
Best Brow Pencil for Sparse Brows: Kosas
Kosas
As brows thin over time, thick pencils and pomades can create a harsh effect, which is why Kosas Brow Pop Nano earned top marks during testing. After trying more than 15 brow pencils, our team agreed this ultra-precise pencil struck the best balance between precision, pigment, and longevity. It also held up through everything from long workdays to sweaty Pilates classes.
Best Mascara for Sensitive Eyes: e.l.f
e.l.f. Cosmetics
Although Garland loves waterproof mascaras, those with sensitive eyes might require something more delicate. Tubing mascaras come off quickly with warm water, minimizing the tugging and friction required for removing more stubborn waterproof options. (And all that eye-rubbing can exacerbate wrinkles, too.)
e.l.f's $8 Tubing Mascara impressed KCM editorial director and VP Molly Simms, who says, “No disrespect intended to the cult-favorite mail-order tubing mascara, but this one is a third of the price — and is available at any major drugstore. It goes on cleanly without clumps, and there's no flaking or smudging, either."
Best Eyeshadow for Eye Creases: Danessa Myricks
Sephora
Finding eyeshadow that adds dimension without emphasizing texture can be difficult, but Danessa Myricks’ ColorFix multi-tubes have found the sweet spot. This product is beloved by professional makeup artists and can be used for eyes, lips, and cheeks. But as an eyeshadow, its staying power was off-the-charts impressive.
The texture is modern and blendable, with a range of finishes in matte and shimmer, which will add depth without leaning into overly glittery territory — exactly what mature lids need.
Best Bronzer for Mature Skin: Makeup by Mario
Sephora
“I’ve that found a lot of bronzers either make you look dirt-smudged or like a freaky mermaid, but this one gives a subtle, natural glow that puts life back into my skin when I need it most,” says Emily Pinto, a producer at KCM.
Think of this as summer in a bottle: The Makeup by Mario Softsculpt Serum is made with hydrating hyaluronic acid, and almost disappears into the skin, creating believable warmth rather than obvious shadows along your face. It’s the kind of bronzer that makes you glow in a subtle everyday way, rather than making you look obviously made-up.
Best Highlighter for Older Women: Saie
Saie
“I’ve been a fan of the brand Saie since its Covid-era launch, and the Glowy Super Gel was my gateway drug,” says Alaina Mancini, managing editor at KCM. “I’ve since collected it in every shade and size, using it either as a luminous primer before my tinted moisturizer or tapping it onto my cheekbones, brow bones, and nose for that effortless, dewy glow.”
Most glitter-heavy products emphasize texture, but this one left skin looking organically radiant, not superficially sparkly.
Best Setting Spray for Mature Skin: Charlotte Tilbury
Charlotte Tilbury
A setting spray can make or break a final look, no matter your age. But too often, they make your skin feel taut, as if you’ve been shellacked in hairspray. That’s what sets Charlotte Tilbury’s cult-fave spritz apart: It keeps makeup fresh for hours while helping foundation and powder melt together for a more realistic skin-like finish. It adds a much-needed touch of moisture while also locking in your hard work for hours.
Timeless Beauty Awards Methodology
Our selection process was intentionally rigorous and multi-layered, incorporating personal experience, medical expertise, and industry experts to highlight the best makeup tips for mature skin. Informed by years of reporting on beauty, wellness, and aging, final product selections for the best makeup products for mature skin were made by Katie Couric and her editorial staff, with expert input from Val Garland and Katie Jane Hughes.
